Self-Expression Through Sport Participation Discussion
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Self-Expression Through Sport Participation Discussion
Self-expression through sport participation: exploring participant desired self-image Jerred Junqi Wanga, Daniel L. Wann b, Zhenqiu (Laura) Luc and James J. Zhangd
aDepartment of Sport Management, Wellness & Physical Education, University of West Georgia, Carrollton, GA, USA; bDepartment of Psychology, Murray State University, Murray, KY, USA; cDepartment of Educational Psychology, University of Georgia, Athens, GA, USA; dDepartment of Kinesiology, University of Georgia, Athens, GA, USA
ABSTRACT Research questions: The current study is aimed at providing preliminary answers to two research questions: (1) What salient self-images do people pursue for self-expression in the context of sport participation?
To what extent does participant desired self-image (PDSI) influence consumer behavior? Research methods: In Phase 1 of the study, a comprehensive review of literature, two focus groups, and an open-ended survey (N = 113) were conducted to generate the initial pool of self- images. In Phase 2, an exploratory factor analysis using online survey data (N = 370) was conducted to explore the underlying factor structure of PDSI. In Phase 3, a confirmatory factor analysis and a structural equation modeling analysis using online survey data (N = 483) were conducted to validate the proposed PDSI scale and test the influence of PDSI on consumer behavior.
Results and findings: A PDSI measurement scale was developed and validated, resulting in 19 desired self-images under three dimensions: inner self-merit, lifestyle pursuance, and social self- presentation. Findings of the structural relationship model revealed that PDSI influenced personal involvement, money expenditure, and time expenditure.
Implications: This study preliminarily unearthed salient items in PDSI, highlighted the symbolic nature of sport activities, and demonstrated the importance of PSDI in sport participation. These findings provided implications for practitioners to accommodate PDSI through long- term and integrated marketing efforts and shed a light on studies in branding, community sport, and public health.
ARTICLE HISTORY Received 5 December 2016 Accepted 21 February 2018
KEYWORDS Participant desired self- image; self-expression; self- branding; sport participation
Consumption is driven not only by the functional and emotional values that a product offers but also by the symbolic meanings derived from that product (Holt & Cameron, 2010; Levy, 1959). These non-functional symbolic meanings serve as salient and struc- tured language to express consumers’ self-image in contemporary society (Baudrillard, 1998; O’Cass & McEwen, 2004; Wattanasuwan, 2005). As noted by Swann (1983), effective symbols need to possess three features: being noticeable by others, being able to evoke certain specifiable reactions from others, and being able to be controlled by individuals.
© 2018 European Association for Sport Management
CONTACT Jerred Junqi Wang jwang@westga.edu Department of Sport Management, Wellness & Physical Edu- cation, University of West Georgia, 1601 Maple Street, Coliseum 2033, Carrollton, GA 30118, USA
EUROPEAN SPORT MANAGEMENT QUARTERLY 2018, VOL. 18, NO. 5, 583–606 https://doi.org/10.1080/16184742.2018.1446994
http://crossmark.crossref.org/dialog/?doi=10.1080/16184742.2018.1446994&domain=pdf
http://orcid.org/0000-0003-2440-5523
Given that regular sport participation displays these features, it increasingly serves as one of the effective tools for self-expression in various social occasions (Kirkcaldy, Shephard, & Siefen, 2002; Scheerder, Vanreusel, & Taks, 2005; Slutzky & Simpkins, 2009).
The exploration of participant desired self-image (PDSI) could shed some light on utilizing symbolic meanings to promote sport participation and on understanding its interrelatedness and co-functions with branding, social development, and public health.
Sport marketing studies have begun to explore the symbolic consumption of sport pro- ducts, including but not limited to various forms of participatory activities, sporting goods, spectator sports, and media programming. Two research streams have emerged in the past decade. One has focused on the match-up effect of self-product symbolic congruity (e.g. Kang, 2002; Kwak & Kang, 2009; Sirgy, Lee, Johar, & Tidwell, 2008), finding that high con- gruity between self and product image promotes consumer behavioral outcomes (Birdwell, 1968; Sirgy, 1982, 1986).
The other has focused on the brand meanings of sport products, such as brand personality of sport events (e.g. Lee & Cho, 2012), brand personality of sport teams (e.g. Braunstein & Ross, 2010; Heere, 2010; Ross, 2008), and athlete brand image (e.g. Arai, Ko, & Kaplanidou, 2013; Braunstein & Zhang, 2005; Carlson & Donavan, 2013). Both research streams have highlighted the key role of sport symbolic consumption; however, they have either focused on the match-up effect in the abstract image (e.g. ideal/ actual self-image) or overlooked the actual desires of sport participants.
As a result, the self-images that are highly desired in sport participation remain unknown. Given that identifying effective product components serves as a preliminary and fundamental step to further improve production and delivery (Zhang, 2015), the current study sought to develop a measurement scale to identify salient desired self-images in sport participation and empirically assess the influence of PDSI on consumer behavior.
Review of literature
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